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ERIC Number: EJ181369
Record Type: Journal
Publication Date: 1978
Pages: N/A
Abstractor: N/A
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A Comparative Study of Radio Audience Measurement Methodology
Schultz, Don; And Others
Journal of Advertising, 7, 2, 14-22, Spr 78
Major differences in results obtained from three audience measurement methodologies (telephone coincidental, multi-media diaries, and personal interviews with roster recalls) confirm the need for a new methodology or technique by advertisers and their agencies. (RL)
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